Organizations totally driven by the market consistently outperform their competition in profitability. These organizations carefully segment their markets and deliver an outstanding value proposition to their target customers. However, truly market-focused organizations must also pursue more than a sound market strategy. They must align their culture with the target customer value proposition. Professor Rao details the six levers of culture building, and explains how aligning these factors reduces employee stress and turnover, creating a self-selected, productive workforce that is in touch with the demands of potential customers.

Professor Rao has conducted workshops for British Petroleum, McDonald's, Aon, Bristol-Meyers, General Electric, Microsoft, the FBI, and the intelligence community. He holds a PhD from Case Western Reserve University and has taught at Emory, University of Michigan, and Northwestern's Kellogg School of Management.